International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Role of Digital Influencers in Shaping Consumers Buying Behavior - An Empirical Study

Author(s) Dr. Vivek Inder Kochhar
Country India
Abstract The exponential growth of social media platforms has significantly transformed marketing communication and consumer decision-making processes. Digital influencers have emerged as key opinion leaders who shape consumer perceptions, attitudes, and purchase intentions through credible, authentic, and engaging content. This empirical study examines the role of digital influencers in shaping consumer buying behavior, with specific reference to influencer credibility, authenticity, trust, and engagement. Primary data were collected from 420 active social media users in India using a structured questionnaire. The data were analyzed using descriptive statistics, reliability analysis, correlation, and Structural Equation Modeling (SEM). The findings reveal that influencer credibility and authenticity significantly influence consumer trust, which in turn has a strong positive impact on purchase intention. Engagement was found to partially mediate the relationship between influencer attributes and consumer buying behavior. The study contributes to existing literature by providing empirical evidence from an emerging economy and offers practical implications for marketers, consumers, and policymakers.
Keywords Digital influencers, consumer buying behavior, influencer credibility, authenticity, trust, engagement, purchase intention
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-21
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64263
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E-ISSN 2582-2160
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